In the book Super Crunchers, the author describes how he went about determining the name for the book: He ran a Google adword experiment between the name he wanted for the book and the name suggested by others. After running the ads for a few days, it was clear that 'Super Crunchers' had a ~50% higher click through rate. Since the book highlights such randomized experiments and their benefits, it made sense the author would have chosen this approach.
Well, you don't need to have the same company name as your product name, but it sure helps to have the domain name for your product name.